Choithrams signs exclusive agreement to offer Tesco private label products

RetailME Bureau

UAE-based supermarket chain Choithrams has announced an exclusive agreement with MENA Holdings Group Ltd (MH Group), the distributor of UK-based retailer Tesco’s private label products for the Middle East & North Africa, making it the only retailer i n the UAE authorised to stock the full range of Tesco private label products.

The wide range of Tesco products to be available in Choitrams stores over the next few weeks includes grocery, health and beauty, frozen, non-food and fresh products. Over 500 Tesco products are currently available in Choithrams’ 32 stores in the UAE, and the number is expected to reach 1,000 by September 2014.

“It is with great pleasure that we announce the details of our strategic collaboration with Tesco. We look forward to building a long-term relationship during which we can offer exceptional quality and broader choice to UAE consumers,’’ says Kishore Pagarani, managing director of Choithrams.

"We are pleased to be working with Choithrams in the UAE after our due diligence showed them to be the most suitable partner for Tesco in this market, as well as a company that is aligned with our overall vision and who will reinforce our brand’s identity and integrity,’’ adds Gareth Bowen, export business development manager, Tesco.

Stage one of the rollout will include the introduction of Tesco frozen products (e.g. ice-cream, frozen vegetables and ready-made meals); dry grocery and FMCG products (e.g. cereals, canned goods, nuts, confectionery, oil and sauces); as well as Tesco Organic and Tesco Finest ranges. Choithrams also expects to introduce non-foods such as detergents, hand wash and cosmetics in the near future, followed by seasonal, fresh British produce and a range of short shelf life perishables such as dairy, finest English cheeses, cold cut meats & bakery items.

“Our goal is always to offer the very best for our customers and with the addition of Tesco products to our portfolio we are leading the way by bringing the best of British food products to the UAE consumers,’’ says Dinesh Pagarani, special projects director of Choithrams.

“The Tesco private label range is world renowned for great quality, choice, and price. These exceptional products delight millions of customers in many countries everyday and we are very pleased that Choithrams customers will now be able to enjoy the same products in their local Choithrams stores,” adds Darren Craven, group CEO, MH Group.